Toys"R"Us tours the East Coast in Geoffrey Mobile
- Toys"R"Us launched Geoffrey’s Tour Across America, which will start in New York City on July 20.
- The new Geoffrey Mobile, a 38-foot custom RV, will debut at a celebration at Macy’s flagship store at Herald Square.
- The tour will promote the benefits of play with in-store activities that promote discovery, family togetherness and fun.
Celebrating the anniversary of Toy”R”Us opening at every Macy’s store nationwide, Toys"R"Us launched Geoffrey’s Tour Across America, which will start in New York City on July 20. Toys"R"Us will unveil the new Geoffrey Mobile, a 38-foot custom RV, during a celebration at Macy’s flagship store at Herald Square.
The mobile will take the brand’s Geoffrey the Giraffe mascot from Herald Square on a multi-city tour making stops at the retailer’s flagship store at American Dream and other select Toys"R"Us and Macy’s stores from New York to Florida.
“We are excited to take Geoffrey and the magic of Toys"R"Us on the road and re-introduce a new, modern version of the Geoffrey Mobile,” said Kim Miller, global chief marking officer at Toys“R”Us. “Memories of the original Geoffrey Mobile have brought joy to so many parents and we wanted to ensure they could now share it with their own children. Just like the original from 1980, the new Geoffrey Mobile being revealed at Macy's Herald Square will serve as a vivid reminder that play is essential at every age."
The tour will promote the benefits of play with in-store activities that promote discovery, family togetherness and fun, the retailer said. Geoffrey's Tour Across America stops include:
- Macy's Herald Square in New York City – July 20 at 10 a.m. ET
- American Dream in East Rutherford, New Jersey – July 21
- King of Prussia in King of Prussia, Pennsylvania – July 22
- Fashion Centre at Pentagon City in Arlington, Virginia - July 24
- Haywood Mall in Greenville, South Carolina – July 26
- Lenox Square in Atlanta, Georgia – July 27
- The Florida Mall in Orlando, Florida – July 29
The event at Macy's Herald Square will include special appearances by children’s characters, including PAW Patrol, Bluey and Bingo, and Peppa Pig. The first 50 children to visit the Geoffrey Mobile in each city will receive a free Geoffrey plush. All attendees will receive a paper crown, a toy tambourine and will join Geoffrey the Giraffe in his "Parade of Play'' march into the Toys"R"Us at Macy's store.
The activities will continue in-store with play areas and family-friendly activities including Pokémon Trade and Play activity packs, Discovery Excavation Kits, Block building, Bluey printable for coloring, and a meet and greet with Geoffrey. The event also will include giveaways from toy brands including L.O.L. Surprise!, Bluey, Monster Jam and Kinetic Sand.
In celebration of the inaugural Tour, Toys"R'Us will be hosting a national sweepstakes for customers in the U.S. to enter for a chance to win toy prizes. Starting on July 20 and ending on August 15 at 3:00 p.m. ET, consumers can enter to win by visiting www.toysrus.com/Geoffreys-tour-across-america or scanning the QR code on the Geoffrey Mobile as it passes by. Each stop on the tour will have a themed play package of toys awarded to one winner. Plus, one grand prize winner will receive an Ultimate Play Pack. Winners will be announced starting on or around August 25.
Earlier this year, Toys"R"Us, which is owned by WHP Global, brought Geoffrey's World Tour to YouTube with the launch of two new digital series. Toys"R"Us Studios, the entertainment production arm of the global toy brand, launched its first original content series, Geoffrey's World Tour, a 10-episode digital show on the Toys"R"Us YouTube channel. The new series was a culmination of the brand's marketing campaign where Geoffrey the Giraffe embarked on a multi-city tour across the globe.
Toys"R"Us partnered with Macy’s in 2021, and completed pop-up locations inside all U.S. Macy’s locations last year while it regrows its physical footprint, as Retail Leader previously reported. Additionally, in 2021, Toys"R"Us opened a flagship store at American Dream.
Last year before the holiday season, Toys"R"Us and its sister brand Babies”R”Us launched websites in the United Kingdom showcasing products from more than 300 brands, as Retail Leader previously reported.